Most people would be content with successfully founding an art fair innovative enough to rival Frieze, curating sell-out art shows in Miami and the Bronx, kick-starting the careers of countless groundbreaking artists and securing Alicia Keys, A$AP Rocky and Wiz Khalifa, among others, as performers and patrons. Yes, most people would hang up their hats and bask in the glory.

Not so music producer Swizz Beatz (aka, Kasseem Dean) who, having founded No Commission art fairs with The Dean Collective and Bacardi in 2015 - based on the titular premise of charging no commissions for artist’s sales – has set his sights on world domination. First stop? London, where from the 8 to 10 December, art and music will collide in Europe’s first taste of the experiential platform.

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Performances will include Emeli Sandé, Blood Orange, Lady Leshurr and Bugzy Malone alongside works by artists such as D Face, Conor Harrington and Hassan Hajjaj. All contributors have been given their exhibition space for free, on the basis that No Commission is, “By the artists. For the artists. For the people.” Though the art on display is diverse and exciting, Swizz Beatz refuses to single anyone out. “Every artist is very important, I’m a fan of them all.”

“I was inspired to create a platform that is 100 per cent for the artist,” says Swizz Beatz, himself a passionate artist and collector, explaining how No Commission came about. “At the time I didn’t see anything out there like it.”

No Commission The Bronx

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London’s outpost will be a highlight, and has been given the theme “Juxtaposition”. Attention to detail means that even the venue will express No Commission’s message: “The venue is an expression of grit with its raw elements, then the artists’ works are brought in and they enliven the space… make it feel like a subterranean wonderland full of colour, vibrancy and storytelling.”

Swizz Beatz's vision is inspiring, socially-motivated and has the potential to change the art world’s sometimes staid hierarchy. And the best thing? This is only the beginning.